Saturday, July 14th, 2012
There are currently more than 2.2 million Australians in the market for a new car in the next 4 years, of which the overwhelming majority (94%) are drivers already and only 6% are new to market.  With so many drivers in the market and multiple new brands available for consideration, Brand Loyalty Intent* is crucial. Volkswagen and Subaru have the highest level of Brand Loyalty Intent, according to the latest Roy Morgan Automotive Currency data.
For the 12 months to April 2012, 64% of Volkswagen drivers in the market for a new car in the next 4 years are intending to buy another Volkswagen. This moves them ahead of Subaru on 61% who topped the list two years ago.

Brand Loyalty Intent – Volume Brands

Source: Roy Morgan Single Source (Australia) April 2009 – March 2010 n=5,690 & April 2009 – March 2012 n=6,136 (New car intenders next 4 years). * Brand Loyalty Intent = “In the market for a new car, currently drive a particular brand and intending to re-purchase the same brand”. **Change = since April 2010.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Volkswagen looks likely to continue their recent strong sales growth over the coming years, with increasing numbers of VW drivers intending to buy another VW. Not surprisingly, 98% of those Volkswagen drivers intending to repurchase are satisfied with their current vehicle.
“Hyundai also continues to improve well; moving from 10th on the list two years ago to currently sit 7th on 46% and only marginally below Honda. Of the remaining Hyundai drivers not intending to repurchase, Toyota, Holden, Ford, Mazda and Subaru appear to be the major beneficiaries, with almost half of the remaining drivers intending to switch to one of these makes.
“This highlights the importance of the ownership experience – alongside other contributing factors such as the brand’s model mix and lifecycle requirements of the purchaser – as a key driver in ensuring the potential for brand repurchasing.”

To learn more about automotive intentions for the different vehicle types, our detailed Roy Morgan Automotive Currency Report, which covers intentions to purchase new vehicles, future intentions and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the Internet for vehicle related content.

An extensive range of detailed Roy Morgan Automotive Reports, includes Intention to Purchase, Satisfied Drivers and more.

Click here to browse thousands of accurate, insightful quantitative Roy Morgan research reports and profiles ready to download now.

For more details contact:

[email protected]

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


Automotive, Cars, Buying Intention, Brand Loyalty



More Formats

View QR Code